South by Southwest (SXSW) has expanded its market before. The event started as a music festival in 1987 with 700 registrants, adding film and interactive components in the mid-1990s as it grew into the massive consumer pop culture showcase it is today.
Now, it’s getting into sports.
Organizers announced the launch of SXsports on Tuesday, a three-day addition (March 7-9) to the show’s film and interactive tracks that will include movies, panels and presentations. The main event takes place March 7-16 at the Austin Convention Center and at other venues in Austin, Texas.
“The world of sports truly hits the sweet spot of SXSW, the vital intersection of entertainment and technology, and we intend to approach it with the same forward-thinking and culturally relevant perspective we shine on all of our events,” Rebecca Feferman, head of film media relations and conference programmer for SXSW, says in a statement. “We can’t wait to connect the sports world with our passionate audience of early adopters, culture nuts, digital creatives, and so much more.”
SXsports won’t be a standalone track like music, film or interactive though, and Feferman was non-committal about whether the new segment could eventually turn into one.
“We’re taking it one day at a time,” she tells the New York Times. “We see potential in the sports area.”